Title: An Analysis of Consumer Shopping Characteristics and Interaction Strategies between E-commerce and Brick-and-Mortar Stores
Abstract: This article conducts an in-depth analysis of consumer shopping characteristics, exploring the differences between online shoppers and brick-and-mortar shoppers in psychological and quality-related aspects. Simultaneously, from the perspective of e-commerce operators and offline wholesalers and retailers, the importance and necessity of understanding consumer characteristics for improving business performance are analyzed. Finally, suggestions are provided for sellers who operate both offline stores and online shops.
Section 1: Analysis of Consumer Shopping Characteristics
Broad Classification
Consumer shopping characteristics can be divided into four major categories based on their shopping behavior and psychological characteristics: demand-driven, quality-driven, price-driven, and psychological-driven.
Subdivision Analysis
(1) Demand-driven consumers: These consumers focus on the practicality and functionality of shopping and typically purchase products that align with their personal needs and preferences. They often compare and filter products based on their needs during shopping.
(2) Quality-driven consumers: These consumers focus on product quality and brand and strictly review aspects like product quality, materials, and performance during shopping. They prefer to buy well-known brands and high-quality products.
(3) Price-driven consumers: These consumers focus on price factors and often pursue products with higher cost-performance ratios during shopping. They look for discounts in various promotional activities to save money.
(4) Psychological-driven consumers: These consumers are greatly influenced by psychological factors during shopping. They may engage in purchasing behavior due to emotions, aesthetics, social factors, and more.
In-Depth Analysis
From a psychological perspective, consumer shopping behavior is influenced by individual differences, cognitive psychology, emotions, and motivation (Hoyer et al., 2018). From a quality-related perspective, consumers’ requirements for product quality are typically reflected in product performance, reliability, durability, safety, and other aspects (Stevens et al., 1992). Combining both perspectives, consumer shopping behavior characteristics exhibit a certain degree of complexity and diversity.
Section 2: Analysis of Differences between Online Shoppers and Brick-and-Mortar Shoppers
Characteristics of Online Shoppers: Online shoppers usually focus on price advantages, convenience, and variety. They tend to search for discounts in various promotional activities, compare prices across different platforms, and seek higher cost-performance ratios. Additionally, online shoppers pay more attention to the shopping experience and after-sales service (Zhang et al., 2020).
Characteristics of Brick-and-Mortar Shoppers: Brick-and-mortar shoppers typically focus on product quality, brand, and actual experience. They are more inclined to visit physical stores to experience products, ensuring the quality and performance meet their requirements. Furthermore, brick-and-mortar shoppers pay more attention to the shopping environment and interpersonal interactions (Turley & Milliman, 2000).
Differences in Psychological and Quality-Related Aspects: From a psychological perspective, online shoppers are often influenced by factors such as convenience, price, and promotional activities, while brick-and-mortar shoppers are more influenced by product experience, brand, and shopping environment (Hansen & Jensen, 2009). From a quality-related perspective, online shoppers may have difficulty directly assessing product quality during shopping, so they focus more on after-sales service; brick-and-mortar shoppers can directly assess product quality and thus focus more on product performance and brand (Kim & Lennon, 2010).
Section 3: E-commerce Operators’ Perspective
Understanding the shopping characteristics of consumers who prefer brick-and-mortar stores is important and necessary for e-commerce businesses to improve their performance. First, e-commerce businesses can attract more consumers by understanding the needs of brick-and-mortar shoppers, improving product quality, and enhancing brand image. Second, e-commerce businesses can learn from brick-and-mortar stores’ marketing strategies, such as providing a richer product experience and excellent customer service, to meet consumers’ expectations for shopping experiences (Huang & Benyoucef, 2013). Additionally, e-commerce businesses can expand their sales channels and increase market share through online and offline integration (Pantano & Viassone, 2015).
Section 4: Offline Wholesalers and Retailers’ Perspective
Understanding the shopping characteristics of consumers who prefer online shopping is important and necessary for offline wholesalers and retailers to improve their performance. First, physical stores can research the needs of online shoppers, optimize their product mix, and improve the cost-performance ratio of their products. Second, physical stores can learn from e-commerce marketing strategies, such as launching online promotions and advertising, to attract consumer attention (Kumar et al., 2016). Moreover, physical stores can use e-commerce platforms to expand their sales channels and enhance their market competitiveness (Zhu & Liu, 2018).
Section 5: Suggestions
For sellers operating both offline stores and online shops, the following suggestions may be helpful:
Product Strategy: Fully understand the needs and shopping habits of different consumer groups, offer targeted product structures, and meet the demands of various consumers (Liu et al., 2013).
Marketing Strategy: Combine online and offline advantages to conduct diversified marketing activities, such as limited-time discounts, full-reduction promotions, and membership systems, to increase consumers’ purchase intentions (Grewal et al., 2020).
Experience Strategy: Provide consumers with a rich product experience and quality after-sales service, enhancing consumer satisfaction and loyalty (Verhoef et al., 2009).
Channel Strategy: Effectively integrate online and offline resources, optimize channel layout, and improve channel synergy (Bell et al., 2018).
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